AEG Vision
Overview
The Senior Marketing Business Partner is responsible for driving organic growth across a designated region of practices. This position serves as a strategic leader responsible for driving business growth through data-informed marketing initiatives and cross-functional collaboration, working independently to collaborate with field leaders.
Responsibilities Data Analysis & Strategic Insight
Data Analysis & Strategic Insight:
Serve as the business and business performance subject matter expert within all core marketing functions, and represent operational interests with cross functional marketing partners.
Develop, define, and refine practice and patient cohorts by utilizing a diverse set of first, second, and third party data with the goal of developing and evolving customer and practice personas to enable scalable and hyper-local, targeted marketing initiatives.
Utilize a wide range of patient data, including demographics, behavior and engagement, tapestry profiles, geolocation, transactional and product history, and more to proactively define and target customer profiles and optimize local marketing strategies.
Leverage practice performance, market, macro- and micro-economic, competitive, and third-party demographic data to assess market share and competitive positioning.
Growth Planning
Growth Planning:
Design and oversee scalable A/B testing strategies across targeted practice locations to drive data-informed decision making that can be rolled out across all brands.
Ideate, develop, and test pilot programs within their region(s) of responsibility, and partner with cross-functional marketing leaders to scale successful programs across the portfolio.
Lead the end-to-end execution of high-impact strategic projects, such as the creation of scalable operations playbooks and the deployment of AI driven solutions to enhance efficiency, standardize best practices, and drive innovation across the organization.
Develop, implement, and execute comprehensive growth plans from regional, to practice-level based on detailed data-driven insights.
Develop and deliver reports to core stakeholders on a weekly, monthly, quarterly, and annual basis, providing insights into performance of strategic growth plans, action items, and next steps to support meeting or exceeding core KPIs.
Stakeholder Collaboration & Communication
Stakeholder Collaboration & Communication:
Represent the department, often independently, with regional Vice Presidents and other executive leaders in matters related to their region. Stand in for the Senior Manager and other marketing executives to represent the department where appropriate, as needed.
Collaborate with Regional Vice Presidents and Senior Eye Care Directors to gather insights and review performance data and growth plans to ensure alignment with regional and corporate objectives.
Build relationships and alignment with all parties involved in driving growth for the practices, including Practice Managers, Market and District Managers, Functional Marketing, and Call Center teammates.
Provide regular, data-informed performance reports and strategic recommendations to leadership and serve as a key point of contact for internal and external stakeholders regarding marketing project updates and program performance for their specific portfolio.
Project Management & Oversight
Project Management & Oversight:
Oversee regional marketing projects from strategic conception through to execution, ensuring alignment with overall business objectives.
Use Workfront to manage project timelines, deliverables, and team collaborations.
Maintain coordination with external vendors and support event scheduling (such as special events or grand openings).
Qualifications
Bachelor's degree in Marketing, Business, Finance, or a related field.
5+ years of experience in marketing, analytics, or strategic planning roles, with a strong track record of using data to drive business results.
Demonstrated ability to evaluate large data sets and intricate reporting and translate insights into actionable growth strategies. Strong expertise in Excel, including pivot tables, vlookup, index to combine diverse information to derive insights.
4+ years of experience interpreting and delivering performance information to core stakeholders.
Demonstrated ability to manage and coordinate cross functional resources to successfully complete projects on-time and within scope and budget.
Demonstrated history using a project management tool to manage and execute projects. Use of Workfront or similar project management tool for effective project management is a plus.
Excellent strategic thinking, communication, and stakeholder management skills, with proven confidence in collaborating with senior leadership.
Ability to balance strategic oversight with day-to-day operational tasks in a fast-paced environment.
Experience in vendor management and event coordination is a plus, though secondary to strategic responsibilities.
Ability to represent their team and the broader marketing department at cross-functional stakeholders up to, and including Vice Presidents, in consultation with the Senior Manager, but requiring minimal, if any, supervision.
Ability to independently navigate complex and executive stakeholder relationships with minimal supervision.
A proactive, detail-oriented, and results-driven mindset.
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Responsibilities Data Analysis & Strategic Insight
Data Analysis & Strategic Insight:
Serve as the business and business performance subject matter expert within all core marketing functions, and represent operational interests with cross functional marketing partners.
Develop, define, and refine practice and patient cohorts by utilizing a diverse set of first, second, and third party data with the goal of developing and evolving customer and practice personas to enable scalable and hyper-local, targeted marketing initiatives.
Utilize a wide range of patient data, including demographics, behavior and engagement, tapestry profiles, geolocation, transactional and product history, and more to proactively define and target customer profiles and optimize local marketing strategies.
Leverage practice performance, market, macro- and micro-economic, competitive, and third-party demographic data to assess market share and competitive positioning.
Growth Planning
Growth Planning:
Design and oversee scalable A/B testing strategies across targeted practice locations to drive data-informed decision making that can be rolled out across all brands.
Ideate, develop, and test pilot programs within their region(s) of responsibility, and partner with cross-functional marketing leaders to scale successful programs across the portfolio.
Lead the end-to-end execution of high-impact strategic projects, such as the creation of scalable operations playbooks and the deployment of AI driven solutions to enhance efficiency, standardize best practices, and drive innovation across the organization.
Develop, implement, and execute comprehensive growth plans from regional, to practice-level based on detailed data-driven insights.
Develop and deliver reports to core stakeholders on a weekly, monthly, quarterly, and annual basis, providing insights into performance of strategic growth plans, action items, and next steps to support meeting or exceeding core KPIs.
Stakeholder Collaboration & Communication
Stakeholder Collaboration & Communication:
Represent the department, often independently, with regional Vice Presidents and other executive leaders in matters related to their region. Stand in for the Senior Manager and other marketing executives to represent the department where appropriate, as needed.
Collaborate with Regional Vice Presidents and Senior Eye Care Directors to gather insights and review performance data and growth plans to ensure alignment with regional and corporate objectives.
Build relationships and alignment with all parties involved in driving growth for the practices, including Practice Managers, Market and District Managers, Functional Marketing, and Call Center teammates.
Provide regular, data-informed performance reports and strategic recommendations to leadership and serve as a key point of contact for internal and external stakeholders regarding marketing project updates and program performance for their specific portfolio.
Project Management & Oversight
Project Management & Oversight:
Oversee regional marketing projects from strategic conception through to execution, ensuring alignment with overall business objectives.
Use Workfront to manage project timelines, deliverables, and team collaborations.
Maintain coordination with external vendors and support event scheduling (such as special events or grand openings).
Qualifications
Bachelor's degree in Marketing, Business, Finance, or a related field.
5+ years of experience in marketing, analytics, or strategic planning roles, with a strong track record of using data to drive business results.
Demonstrated ability to evaluate large data sets and intricate reporting and translate insights into actionable growth strategies. Strong expertise in Excel, including pivot tables, vlookup, index to combine diverse information to derive insights.
4+ years of experience interpreting and delivering performance information to core stakeholders.
Demonstrated ability to manage and coordinate cross functional resources to successfully complete projects on-time and within scope and budget.
Demonstrated history using a project management tool to manage and execute projects. Use of Workfront or similar project management tool for effective project management is a plus.
Excellent strategic thinking, communication, and stakeholder management skills, with proven confidence in collaborating with senior leadership.
Ability to balance strategic oversight with day-to-day operational tasks in a fast-paced environment.
Experience in vendor management and event coordination is a plus, though secondary to strategic responsibilities.
Ability to represent their team and the broader marketing department at cross-functional stakeholders up to, and including Vice Presidents, in consultation with the Senior Manager, but requiring minimal, if any, supervision.
Ability to independently navigate complex and executive stakeholder relationships with minimal supervision.
A proactive, detail-oriented, and results-driven mindset.
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